Exhibition World Issue 5 - 2018 - Page 50

Singapore
years. It is moving away from large-
scale events that cover a wide range
of categories towards smaller, more
focused events,” says Cochrane.
“In the longer-term, Singapore’s
future will centre on conference-led
exhibitions. Singex’s Fintech Festival
is a good example of where the
industry is headed.”
Hardly surprising then that Aloysius
Arlando, CEO of SingeEX Holdings,
which hosts the Fintech Festival, is
a strong believer in how Singapore
needs to drive the “return on
engagement” that exhibitions need to
provide their stakeholders.
“All experiences are morphing
together. Conferences add
concerts, meetings add new styles
of collaboration, trade shows add
consumer elements,” says Arlando.
“The shift towards festivalisation
also incorporates the strategy of
co-locating ancillary events before,
during, and after large signature
conventions or conferences.”
Others in Singapore’s exhibitions
sector feel that festivalisation is
overplayed but still believe the city’s
innovation prowess is world class.
Eddie Choi, executive director of
Milton Singapore, says: “Tech-driven
innovation has been a mantra of the
country and it’s an identity that has
been established quite successfully.
“However, do we see a connection
between this tech and innovation
development within the exhibition
industry? In my opinion – no. The
economic model of the exhibition
industry remains very traditional in
that it’s built upon physical space.
“We are indeed seeing a lot
of FinTech-type events held in
Singapore, but they are a conference
type of activation, not expo.”
Where there is less dispute is
in Singapore’s pioneering role in
training and education for the
industry.
“Milton sees Singapore as a very
promising talent hub. There is a
fantastic language skill-set able to
communicate with east and west,”
48
Issue 5
2018
Singapore
intends to occupy
the higher rungs
of the ladder
when it comes to
business event
innovation.
says Choi.
Singapore’s commitment to industry
education and the harnessing of
talent was seen recently with the
signing of an MoU between local
industry association Saceos and UFI.
Both associations agreed to a joint
Asia Pacific Executive Development
Programme’ with an “industry-first
recognised certification”. It will be
unveiled at the ‘UFI Asia Pacific
Congress 2019 in Japan.
Kai Hattendorf, Ufi’s MD, said the
collaboration with Saceos will tap into
research and nurture more industry
professionals in Asia and worldwide.
Countries and territories in the
Association of Southeast Asian
Nations have some of the most
remarkable economic growth rates
in the world. Amid this growth,
Singapore intends to occupy the
higher rungs of the ladder when it
comes to business event innovation.
“There is much to admire about
Singapore’s exhibition industry,” says
UFI’s Cochrane. “It has an excellent
portfolio of venues, world-class
supporting infrastructure and strong
backing through STB [Singapore
Tourism Board].
“The industry there is also driven
by a dynamic group of professional
event organisers including UBM Asia/
Informa, Reed, and Singex.”
Eddie Choi, whose Milton operation
also has its global creative arm
Mills based in Singapore, says the
city state’s role as a strategic hub is
promising. “We don’t see Singapore
as an independent market but a
strategic base and command centre.
I believe many companies share the
same strategy.”
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